Opinions, frameworks, and uncomfortable truths about B2B marketing and paid media. By Mantas Malukas.
Smart Bidding hits Target CPA while revenue stays flat. The conversion event is the problem, not the algorithm. Here is how to fix it.
Read →15-30% of Google Ads spend leaks to queries that cannot convert. The only report that reveals this is the one most marketers never open. Here is how to work it.
Read →Broad match does not waste money. A 20-keyword negative list does. What a real negative keyword list looks like after six months, and why most teams never build one.
Read →A Quality Score of 10 feels like winning. It tells you nothing about whether the account is actually working. Why it stopped being a KPI.
Read →Meta and Google took over targeting. Creative is now the primary lever. Why your audience tests stopped moving numbers, and what a creative-led account looks like.
Read →95% of B2B buyers are not in market this quarter. If your LinkedIn Ads only capture demand, you are fishing a tiny pond your competitors share. The fix is a split budget.
Read →Advantage+ removed most manual decisions a media buyer used to make. The ones still adding value work on creative, offer, and business strategy. The rest are in trouble.
Read →More dashboards, worse decisions. Data rich, decision poor. Why adding another attribution tool does not fix the measurement problem, and what actually works.
Read →Attribution tells you who got credit. Incrementality tells you whether the spend caused anything. Three serious methods to measure it, and why teams avoid all of them.
Read →MMM done well is one of the best investments in marketing. Done in six weeks for €20k, it is expensive astrology with a PowerPoint export. How to tell the difference.
Read →80% of campaign performance happens after the click. Most teams spend 80% of their effort before it. What a paid landing page actually needs to do, and who never wants to fix it.
Read →A six-week creative sprint every quarter is not testing. Real creative testing ships new concepts weekly. Why most teams cannot do it, and what has to change structurally.
Read →Homepages are built for discovery. Paid traffic needs decision. Sending one to the other wastes most of what you spent. The fix is one of the most reliable levers in paid media.
Read →Agencies are paid to keep the account open. That is not the same as making it perform. The quiet tension inside every retainer, and what a healthy relationship looks like.
Read →Most client decisions are not about optimization. They are about defensibility. How to work with the real incentive structure instead of getting frustrated by it.
Read →Every account has something wrong. If your audit came back clean, the auditor did not look hard enough. What a real paid media audit covers, and what to ask for.
Read →Four channels at €2k each is not diversification. It is four underfunded campaigns. The minimum viable spend per channel, and what focus actually produces.
Read →Paid media amplifies what exists. If the product is leaky, paid media just spends more money pouring people into the leak. The three numbers that reveal it.
Read →Pausing paid media to hit a quarterly number does not save money. It borrows pipeline from next quarter. The lag, the restart cost, and when pausing is actually right.
Read →Pricing, positioning, and sales process often masquerade as ad performance issues. How to tell the difference before optimizing the wrong thing for six months.
Read →Google's March 2026 pacing change turned ad scheduling into a spending trap for B2B advertisers. Here's the hidden math and how to fix it fast.
Read →Performance Max reports great ROAS but your revenue is flat. Here's why Google Ads attribution inflates B2B results and what to do about it.
Read →People binge TV for three hours and play video games for two. The goldfish theory is a convenient excuse for bad creative — and the research backs this up.
Read →A 0.03% conversion lift. One extra lead per quarter. Most marketing experiments are too small to matter — and the people running them know it.
Read →The AI gold rush has produced a generation of companies that would not survive a single hard question about their actual product.
Read →That 8x ROAS remarketing campaign? Strip out the people who were already going to convert and your incremental return is often close to zero.
Read →When campaigns underperform, most businesses blame the platform. But 8 out of 10 times the real problem isn't inside the ad account at all.
Read →Most companies cannot tell which campaign made them money. Not because they don't care, but because nobody set up the tracking to answer that question honestly.
Read →AI produces strategy-shaped output very well. It makes strategic choices very badly. Here's the difference — and why it matters for your team.
Read →Marketing teams that arrive every quarter with a long list of tiny tweaks are mistaking activity for impact. Here's why bold bets beat incremental changes.
Read →You cannot force people to book a demo. But targeting, budget, and creative are levers you can pull — and creative matters far more than most brands think.
Read →Most dashboards are full of metrics that look impressive and tell you nothing. Here's a practical guide to reporting that shows what's actually working.
Read →Advertising doesn't force people to buy. It makes brands easy to think of when a need arises. Here's what the research actually says about how ads drive sales.
Read →Being memorable isn't enough. If buying from you is a hassle, people will go somewhere else. The second principle of how advertising actually drives sales.
Read →I'll review your setup and tell you where the budget is leaking — free, 15 minutes, no pitch.
Book a free audit call →"A no-bullshit specialist. We saw results from the first month." — Igor, CEO at Codigy